People today are bombarded with far more information than they can handle. Any message that catches their attention has to engage them long enough to get a message across, and for many folks, that means a video.
Video combines many levels of communication into one quick presentation. Eyes, ears, and emotional response integrate to send a message to the brain in more than words. This doesn’t mean that video is better than words alone, but it does mean that a message targeting a visceral response might be best presented in video form, but the type of video matters.
For instance, written content scrolling across the screen may have movement and music, but most people are not going to be reading it unless they are already engaged. Who reads the credits at the end of the movie? The people who know somebody who worked on the movie and are looking for their friend’s name.
That same content presented as a short film clip telling a story or a friendly speaker explaining a process is far more effective because it will connect on more levels. In addition, there’s more for SEO purposes. Rich snippets, video search engines, and link building all add to the increased conversions seen when a good video element is added to a page.
Perhaps the biggest reason videos maximize marketing is that they work the way most of the population operates. We see, we hear, we move in our real world– so we respond to content that is visual, auditory, and kinesthetic.
There’s a lot more on video marketing at http://www.reciprocalconsulting.com/video-production.php